'Guiding Stars' Now at Kings Super Markets

Upscale grocer Kings Super Markets has rolled out the “Guiding Stars” nutrition guidance program in all 24 of its stores, which are located in New Jersey and Long Island, N.Y. The Parsippany, N.J.-based chain has paired the system with its own “Living Well” initiative to help shoppers become more aware of their nutritional needs, and select foods accordingly.

“At Kings, our customer’s wellness is top priority for us, and Guiding Stars will make it even easier for consumers to achieve a healthy lifestyle,” explained Patricia Mikell, Kings’ senior director of marketing at. “Guiding Stars offers opportunities for our shoppers to find nutritious choices for themselves and their family by eliminating the need to compare each item in the store.”

To mark the arrival of Guiding Stars in its stores, Kings is setting up a number of sampling stations at which customers can taste food items rated by the program, learn more about it and pick up Guiding Stars informational brochures. The grocer is also providing “Ask the Expert” support consisting of Guiding Stars representatives on hand to talk with customers on the following dates: Friday, Oct. 15, 1 p.m. to 5 p.m. at the Garwood, N.J., store, and Saturday. Oct. 16, 11 a.m. to 2 p.m. at the Short Hills, N.J., store.

Kings will additionally present Guiding Stars activities throughout the year, including nutrition store tours for area schools, nutrition activity sheets for kids, and further product sampling.

“Guiding Stars is another part of Kings’ commitment to provide an in-store experience that can fulfill their shopper’s needs” noted John Eldredge, director of brand & business development at Scarborough, Maine-based Guiding Stars Licensing Co.

Featuring a proprietary algorithm grounded in evidence-based science, Guiding Stars credits all foods based on the presence of vitamins, minerals, dietary fiber and whole grains, and debits for the presence of trans fat, saturated fats, cholesterol, added sugars and added sodium. Launched in 2006 at Hannaford Supermarkets, the program is currently in more than 1,600 grocery stores, and has also expanded into public schools, colleges and hospitals, as well as appearing on the Shopper mobile iPhone application.